Strategická analýza a návrh strategie vybrané průmyslové společnosti

Abstract

The aim of the work is to define factors affecting the success potential of a real production company based on external and internal analyses and to propose strategic recommendations offering company management certain options for successful future development. The work is divided into a theoretical and practical section. The theoretical section explains the basic concepts, defines methods for analysing the company’s macro and micro environment and ways of identifying the company’s capabilities and resources; these include a PEST analysis, Porter five forces model and SWOT analysis. These models are applied to the given production company in the practical section. Further there is analysis of the competitiveness of one of the company’s products. In conclusion, recommendations are formulated based on the completed analyses.